Euphonia is an audio-first mobile product developed to distribute podcasts for Slate.com.
Inspired by this inquisitive spirit, I worked with Slate who partnered with InterContinental Hotels & Resorts to produce Stories of the InterContinental Life, a podcast driven by intimate and inspiring human interest stories gathered in international destinations.
Podcasting has quickly become an oversaturated field. With new shows debuting practically every day, Slate needed a way to differentiate its content by not only producing quality shows for clients but also connecting them to Slate’s premium, podcast listening audience. The result was Euphonia: a proprietary ad product that hosts a compelling podcast clip selected to spark audience curiosity, drive engagement, and increase subscriptions. Developed using Slate’s audience engagement data and competitive analysis across the podcast market, the Euphonia is another example of me doing what I do best: experimenting with media to create interesting products.
Beta testing with editorial content can only return limited results within a controlled environment. However, when working with an advertiser on a first-to-market ad product, there are a lot of ways things can go wrong. First, because Euphonia is mobile-only and audio-focused, the format required more explanation and client hand-holding than a typical high-impact ad unit; constant and clear communication was critical. What’s more, the team needed to test the unit in real-time with multiple design iterations, real-time optimizations and audio creative. Despite these challenges, however, I was able to build the unit quickly, gain the confidence of the client and eventually help promote InterContinental’s podcast to Slate.com’s entire mobile audience.
- 35.75% Universal touch-rate
- higher than their benchmark of 12%
- 25%+ Active dwell time
- 21secs Average time spent with the unit
Any other partner would have simply promoted Stories of the InterContinental Life with host reads and static banners, but the Euphonia provided an interactive experience that teased quality content and garnered significant engagement. And Slate’s audience noticed. According to MOAT, Euphonia’s performance for Stories of the InterContinental Life garnered a universal touch-rate of 32.75% higher than benchmark of 12%, active dwell time of that’ was over 25% higher than average with listeners spending an average time of 21 seconds with the Euphonia unit, proving that ears are perked and thumbs are tapping with interest for this new show.
Awards and Recognition
2018 Digital Publishing Awards Finalist for Best Custom Advertising
Product: Quiz and Personalized Podcast
With the understanding that knowledge is power, Prudential partnered with Slate to continue empowering consumers with information about the financial consequences of waiting to save.
The Products we developed were:
- 1 Quiz promoted on-site and through a custom Survey Ad Format
- 16 Podcast Episodes
Users started by taking a quiz to identify and understand their financial behavior. Quiz results were then combined with their age to generate a customized two-segment podcast.
Key Performance Results:
- Over 50% Quiz Completion Rate.
- Nearly 2x the benchmark for average time spent on podcast episode pages.
Wealth Wits achieved Prudential’s goal of educating consumers about the importance of saving early and exceeded MOAT benchmarks across the board.
The brand study conducted during program flight also proved that Wealth Wits content drove a significant lift in favorability, brand awareness, consideration, ad recall, and reputation.
Gold Award Winning in Audio Advertising Category: FCS Portfolio.
Product: PCMag/Best Buy Custom Live Show
In Spring 2016, Best Buy sponsored three live PCMag.com Facebook shows during their campaign. This was during the early days of Facebook Live, making this a new and interesting way to share PCMag’s position as an industry thought leader for electronic reviews.
The sponsorship included logo integration, (2)x mentions at the open AND close of each show (42 total mentions). During Best Buy’s sponsorship of the show, the three live PCMag.com Facebook shows measured significant lift across all metrics when compared to the PCMag.com Facebook Show benchmark.
Key Performance Results:
- Total Reach Lift: 56%
- Total Views Lift: 417%
- 30-Second Views: 263%
- Views to 95%: 166%
- Total Likes/Comment Lift: 92%
- Total Shares Lift: 166%
There was also positive consumer feedback on each of the shows from PCMag’s loyal Facebook followers.